NIVEA FOR MEN: The Great Football Experiment

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THE GREAT FOOTBALL EXPERIMENT

NIVEA FOR MEN wanted to strengthen the association between their brand and their sponsorship of the England football team ahead of Euro 2012. So we were asked to create a digital campaign based on their ‘Preparation is Everything’ positioning.

The solution was the Great Football Experiment. A genuine experiment, its aim was to see if world-class coaching from the likes of England legends: Terry Venables, Ray Wilkins and Ray Clemence could turn an average Sunday league team into a one capable of beating a team of ex-England professionals.

Over 350 amateur teams took part nationwide. Three teams with the right attitude, drive and commitment were short-listed. Then it was down to a public vote to decide who should take part in the Great Football Experiment – Essex lads Ivory FC were the winners.

We encouraged fans to watch Ivory FC’s journey on the website and follow the action on Facebook. So far over three million people have seen The Great Football Experiment on YouTube - something which less than 1% of branded channels achieve.

Over 600 Sunday League teams applied for The Great Football Experiment. But only three teams made it through to a public vote on Facebook, where it was the public who ultimately decided who would win the chance to take part in the experiment.

Facebook page:

We created a Facebook page to keep fans up-to-date on the action from the Great Football Experiment. Activity on the page included exclusive news, photos, videos, competitions and real-time commentary from matches.